Aint America Grand? Two Out-of-Work Brothers Create a Big Retail Hit With a Bright Invention

MILL VALLEY, CA--(MARKET WIRE)--Jul 8, 2003 -- Occasionally new products pop-up at retail that are so simple one thinks, "Why didn't I think of that?" That is the reaction two brothers get when they show their new product, KeyLights™ to retailers across the country. Usually, it's the simple ideas that are big hits with retailers.

KeyLights™ are key blanks with LED flashlights built right into the handle of the key. KeyLights™ make the nearly impossible feat of operating an LED flashlight and key in one hand a simple task. The inventive new product puts the convenience of having an LED flashlight built into the most popular types of house/office keys. In recent years, bulky LED flashlights have become popular additions to people's key-chains. KeyLights™ eliminate this bulkiness because they are nearly as slim as a normal key. The LED flashlight used in the KeyLights™ key blanks will last for 5 years of normal use.

The inventor, Daniel Freeman, and his brother, Ari Freeman, have created the beginnings of a big retail hit with this small invention. "We have signed up over 500 retail accounts, in less than three months. And we continue to grow strong," said Ari Freeman, Chief Marketing Officer of Element-X, the creators of KeyLights™. ACE, True Value and DoitBest are some of the new company's accounts. "Once people see the product, it is an easy sell."

This is good news for the Freeman brothers, because up until they started their new company, both of them had been unemployed. Just three years ago, Ari Freeman was the founder of a high-rolling dot-com named MySpace that shuttered after a failed multimillion-dollar merger with another Internet company. Ari found himself struggling to pay his mortgage, but committed to starting a new company. His brother, Daniel, in 2000 invented a highly successful product that capitalized on the scooter craze. Once the craze died down, Daniel was left with problems collecting payments from his invention. The two brothers combined forces and remained dedicated to starting a new successful venture. "When one door closes, another one opens," says Daniel Freeman. "In this tough economy, we learned that there is always room for an innovative and very useful product to become a success."

KeyLights™ are a patent-pending product owned, marketed and distributed by Element Extreme, LLC., a California company. www.keylights.com.